The Usage of Body Language Codes in Advertisement: A Study on Tv Advertisement Shown in 2016

The mass media, which technological developments accelerate, have settled our lives in ways that can not be avoided in today s conditions. Television, which is found in nearly every house and has the largest audience, is predicted as an effective information providing environment when it is evaluated in terms of advertising sector. In order to ensure the continuity of the production activity which increases the acceleration in parallel with the increasing population, it is necessary to meet the products with the consumer. At this point, it is imperative that the consumer has information about the products and features available. Information about the existence of the product or service is provided through advertisements. In this case, the advertisements act as a bridge that constantly fills the producer and consumer communication. An advertisement prepared for the purpose of persuading the viewer, directing it to a certain behavior and referencing the product, can be considered as a convincing communication activity which contains many messages. Messages sent by the ad can be presented verbally or non-verbally. Television is the most popular medium of communication media as advertising medium in terms of having the technical equipment and possibility to express the presented messages in oral, sometimes non-verbal and sometimes in both ways. Purpose of the research is to identify the body language codes that represent a part of nonverbal communication and to identify the body language codes that are used prominently in television advertisements in this direction in 2016. Another purpose of the research is to address the concept of body language and to express how effective communication element is, particularly when evaluated in terms of advertising sector. In this context, the concepts of body language and advertising are discussed in detail, and in 2016, 483 commercials televised and archived on YouTube and body language codes contained in these advertisements were analyzed through contextual analysis. Especially, with the assumption that the elements of appeals have a significant effect in the context of the persuasion of the ads, the elements of appeals in the advertisements have been associated with body language codes. When advertisements are categorized and referenced to statistical analyzes based on the concepts in the literature, The body language codes used in advertisements constitute an important element of the message.